关于此课程： Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, Place and Promotion), this course forces you to strategically analyze your product and/or service. The Product session is designed to provide you with the knowledge to understand and manage the strategic role of brands and products in generating business results, whilst the focus on Pricing will cover the main concepts and techniques to formulate prices. Compliment this with skills from the “P” session Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service. Finally, through the Promotional activities (Communication) session, explore the different communication channels available and understand the importance of the media plan, dealing specifically with social media and omni-channel strategy. IE Professors Maria Teresa Aranzabal and Fernando Cortiñas will guide you through this incredibly important stage of marketing strategy using expert interviews with industry professionals. After this course you will be ready to decide where and how you want to market your product.
此课程适用人群： This course is aimed at any ambitious, business minded individual who has aspirations to launch their own product or service and/or has an interest in pursuing a career in marketing. A basic understanding of the principles of marketing would be an advantage but it is not essential.
制作方： IE Business School
教学方： Maria Teresa Aranzabal, Professor
Marketing
教学方： Fernando Cortiñas, Professor
Marketing
| 基本信息 | 课程 3（共 5 门，Marketing Strategy Specialization ） |
| 级别 | Beginner |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
| 用户评分 |
授课大纲
第 1 周
Product and Product Policy
At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.
10 视频, 6 阅读材料
- 视频: Course Trailer
- 视频: Marketing Warfare: Intro to the Course
- 视频: What is a Product? Product Definition and Product Levels
- 视频: Product & Service Decisions
- 视频: What is a Brand?
- 视频: The Product Life Cycle
- Lecture: Product Life Cycle Stages
- 视频: Planned Obselescence
- Lecture: Planned Obsolescence
- Lecture: Here's the Truth about the Planned Obsolescence of Tech
- 视频: Product Strategy Matrices: BCG Matrix
- Lecture: BCG Classics Revisited: The Growth Share Matrix
- 视频: Product Strategy Matrixes: McKinsey/General Electric Matrix
- Lecture: Enduring Ideas: The GE-McKinsey Nine-Box Matrix
- 视频: Product Strategy Matrices: Ansoff Matrix
- Lecture: Product Policy: 6 Essential Components of a Sound Product Policy
已评分: Graded Quiz
第 2 周
Price and Pricing Policy
At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.
6 视频, 2 阅读材料
- 视频: What is Price?
- 视频: The Emergence of Internet Pricing
- 视频: Internal Factors Affecting Price Definition
- 视频: External Factors Affecting Price Definition
- 视频: General Pricing Approaches 1: Cost-Based
- 视频: General Pricing Approaches 2: Value-Based
- Lecture: Methods to Price Your Product
- Lecture: Pay-per-laugh: Customers charged exactly for what they "consume"
已评分: Graded Quiz
第 3 周
Channel Management and Retailing
At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.
10 视频, 3 阅读材料
- 视频: Why are Marketing Channels so Important?
- 视频: Key Factors in Designing a Distribution Channel
- Lecture: Strategic Channel Design
- 视频: How to Manage Channels and Resolve Conflict
- 视频: The Nature of Trade Marketing
- 视频: How is Trade Marketing Evolving?
- 视频: Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)
- 视频: Important Developments in Retailing
- 视频: Retail Strategy and Multichannel Retailing
- Lecture: Three Rules for Buiding the Modern Retail Organization
- 视频: Global Growth Opportunities and Entry Strategies
- 视频: The Emergence of Online Retail Channels
- Lecture: Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content
已评分: Graded Quiz
第 4 周
Marketing Communications
At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.
13 视频, 5 阅读材料
- 视频: The Role of Marketing Communications
- 视频: Developing Effective Communications
- 视频: Establishing the Marketing Communications Budget
- 视频: Deciding on the Marketing Communication Mix
- 视频: Managing the Integrated Marketing Communications Process
- 视频: Expert Interview: José María Rull, President and CEO of DDB Spain
- Lecture: Recommended Reading: Designing and Managing Marketing Communications
- 视频: Managing Media and Evaluating Effectiveness
- Lecture: How Advertising Works: What Do We Really Know?
- Lecture: Managing Brands for the Long Run
- 视频: Developing an Advertising Program
- 视频: Sales Promotion, PR, Events and Experiences
- 视频: Direct and Interactive Marketing
- 视频: Developing the Sales Force
- Lecture: A Strategic Perspective on Sales Promotions
- Lecture: Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications
- 视频: Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital
- 视频: Trailer: The Marketing Plan
已评分: Graded Quiz
常见问题解答
运作方式
Travail en cours
Chaque cours fonctionne comme un manuel interactif en proposant des vidéos préenregistrées, des quiz et des projets.
Aide de la part de vos pairs
Connectez-vous à des milliers d'autres étudiants et débattez sur des idées, discutez le contenu du cours et obtenez de l'aide pour en maîtriser les concepts.
Certificats
Obtenez une reconnaissance officielle pour votre travail et partagez votre réussite avec vos amis, vos collègues et vos employeurs.
制作方
IE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
价格
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评分和审阅
awsome learning
NICE COURSE FULL OF USEFUL INFORMATION, AND A LOVELY ENGLISH ACCENT
Good course.
VS
it was a great learning experience